社交網絡媒體的普及化，與交通的便利，讓大家的旅遊知識獲取更為方便可行，而旅遊動機可視為旅遊行為不可或缺的一部分，並在旅遊行銷策略中得到了廣泛的研究和應用。先前的研究多關注以新目的地為旅行目的。然而，動機和重訪意圖仍有其探討的必要，影響旅行決策因素越來越多元，在目的地的選擇上仍是旅遊文獻探討中的重要方向。
本研究為深入了解旅客的深層心理層面與關注焦點，採用半結構式的深度訪談法，收集分析文本資料，輔以旅行社和社群媒體管理者觀點，分析旅遊動機的起因與與再訪意願的表現。
研究結果發現持續從事海外自助旅行者的觀點，會受到自身閱聽旅遊經驗的影響，旅行業者的創新觀光模式，並參考社群媒體言論風潮，論述引起旅遊動機並驅使激勵旅客能再次訪問目的地，歸納為本研究之結論與建議。研究結果最後，提出行銷管理上的參酌目標及意涵。
The popularization of social network media and the convenience of transportation make the tourism knowledge acquisition more convenient and feasible, and tourism mo-tivation can be regarded as an indispensable part of tourism behavior, and has been widely studied and applied in tourism marketing strategy. Previous studies pay lots at-tention on the new destination as travelling purpose. However, the motivation and the revisit intentions remain largely explored. The destination choice has always been an important aspect in tourism literature and there are various factors influencing travel decisions. In order to understand the deep psychological level and focus of the passen-gers, this study uses semi-structured in-depth interviews to collect and analyze textual materials, supplemented by the opinions of travel agencies and social media managers, and analyzes the causes of tourism motivation and the willingness to revisit. .
The study found that the persistence of overseas self-help travelers' opinions will be influenced by their own experience of travel and tourism, the travel industry's inno-vative tourism model, and the reference to social media rhetoric, discussing tourism motivation and driving incentives for visitors to visit destination again. , summarized into the conclusions and recommendations of this study. At the end of the research, the objectives and implications of marketing management are proposed.
